IBA, ZAMRA advises against airing of unapproved medical products

The Independent Broadcasting Authority (IBA) has called for responsible broadcasting of spiritual, traditional, cultural and medical claims on radio and television stations. IBA Director General, Webster Malido, says while the Authority respects spiritual, religious,…

The Independent Broadcasting Authority (IBA) has called for responsible broadcasting of spiritual, traditional, cultural and medical claims on radio and television stations.

IBA Director General, Webster Malido, says while the Authority respects spiritual, religious, traditional and cultural beliefs and practices, claims relating to such practices should be communicated responsibly and in accordance with the law, ethical principles and broadcasting standards.

Mr Malido said there is need to strike a balance between respecting legitimate beliefs and protecting members of the public from content that may be misleading or harmful.

He was speaking when he officially opened a stakeholder engagement meeting at the Mulungushi International Conference Centre in Lusaka today.

Mr Malido said broadcasting is a powerful tool that shapes public opinion, choices and behaviour, and therefore advertisements, testimonials and promotional content should be presented accurately, fairly and responsibly.

He appealed to the audiences to distinguish between beliefs, opinions, promotional claims and verifiable facts.

Mr Malido said the Authority has observed instances of content relating to spiritual and traditional practices, as well as promotional material for medical products and services, which have raised concerns from a broadcasting and public interest perspective.

He said some of the concerns relate to how claims about the efficacy and benefits of products, treatments and services are presented to audiences.

Mr Malido said testimonials and demonstrations aired on broadcasting platforms do not always clearly distinguish between personal experiences, promotional claims, beliefs and information that can be independently verified.

And Zambia Medicines Regulatory Authority (ZAMRA) Director General, Makomani Sianga has called on regulators, marketers and other stakeholders to play their part in protecting the public from unapproved medical products and potentially misleading health claims.

Mr Sianga observed that public places considerable trust in information heard on radio, television and other media platforms.

He said stakeholder engagement provides an opportunity to develop a common understanding of regulatory boundaries, clarify responsibilities and identify practical approaches to addressing advertisements for unapproved medical products and potentially misleading spiritual and health claims.

The meeting has jointly been organized by IBA and ZAMRA on the airing of advertisements for unapproved medical products and spiritual claims on radio and television stations.

The meeting has attracted participants from the church, civil society organisations, Media Owners Association of Zambia among others.